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Avoiding the dark side of positive online consumer reviews: Enhancing reviews' usefulness for high risk-averse travelers

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  • Casaló, Luis V.
  • Flavián, Carlos
  • Guinalíu, Miguel
  • Ekinci, Yuksel

Abstract

The influence of positive online consumer reviews on a traveler's decision making remains unclear. To better understand the perceived usefulness of online reviews, this study conducts two experiments using positive and negative online consumer reviews. Study results suggest that high risk-averse travelers find negative online reviews more useful than positive reviews. For positive online reviews, high-risk averse travelers feel expert reviewers' postings, travel product pictures, and well-known brand names enhance usefulness of the positive online reviews. These findings offer interesting implications for both marketing theory and practice.

Suggested Citation

  • Casaló, Luis V. & Flavián, Carlos & Guinalíu, Miguel & Ekinci, Yuksel, 2015. "Avoiding the dark side of positive online consumer reviews: Enhancing reviews' usefulness for high risk-averse travelers," Journal of Business Research, Elsevier, vol. 68(9), pages 1829-1835.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:9:p:1829-1835
    DOI: 10.1016/j.jbusres.2015.01.010
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    References listed on IDEAS

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